Business Opportunities in Online Political Campaigning (Product Development Roadmap)

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Just how big is the online political communication market? And why should an entrepreneur or business man care about online political campaigns? The simple answer is this: there are numerous possibilities and business opportunities that have emerged from political campaigns shifting towards the online. Find out what are the key elements of a political campaign in the 21st century and discover an important paradigm shift in this domain: from services to products.

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  • Business Opportunities in Online Political Campaigning (Product Development Roadmap)

    1. 1. Business Opportunities in Online Political Campaigning(Product Development Roadmap) Lucian Despoiu
    2. 2. Agenda1. About Kondiment2. Politics and the Internet3. Political campaigns in the 21st century4. How big is the online political communication market5. Major Lessons learnt during the past 20 elections6. What has been done so far7. A Paradigm Switch (from services to products) - Collaborative Model8. Introducing Kombo
    3. 3. 1. ABOUT Kondiment
    4. 4. About KondimentKondiment Group is one of the most successful Performance Marketing Agencies inEastern Europe and one of the first agencies in EUROPE to focus on (online) PoliticalMarketing.Our dedicated team of specialists offers integrated online marketing andcommunication services, as well as technology solutions and services to parties,independent politicians and political consulting firms.
    5. 5. Kondiment’s Core Industry Expertise
    6. 6. Key Members of Kondiment Group
    7. 7. Recent Political Projects
    8. 8. Our offices
    9. 9. 2. POLITICSAND THE INTERNET
    10. 10. Politics and the Internet How many of you voted at the last elections? (Most of you consider politics… “not relevant” for your business, right?!? Me too  ) 
    11. 11. Politics and the Internet In fact… We are wrong: Politics and Politicians ARE massively influencing OUR playground/BUSINESS ECOSYTEM 
    12. 12. Politics and the Internet- Online media, portals: cookies usage is under political decision now- eAdministration (how we pay taxes online, register companies, sign digitally) is under politics and politicians decision- Anti-Trust, Acquisitions approval- Microsoft, Google Fees in Europe All these…and more… in the hands of those that don’t understand technology, internet, online marketing, etc
    13. 13. Politics and the InternetQuick example:TV Channels – perceived as “strategic”for political acts, for politicalcommunications, for voters decisionprocesses.This is WHY politicians are very carefulIN HELPING them
    14. 14. 3. POLITICAL CAMPAIGNS IN THE 21ST CENTURY
    15. 15. Political campaigns in the 21st century - The ContextInternet has changed political campaigns and party managementdrastically:On one hand, voters turned digital in their media habits• Hyper-atomization of media channels• Everything goes social or mobile (or both )• Content has been re-elected as... king
    16. 16. Political campaigns in the 21st century - The ContextInternet has changed political campaigns and party managementdrastically:On the other, parties and candidates found themselves facing newchallenges/issues:• media is now entertainment  harder to become relevant as politician• richer information flow in the digital ecosystem  harder to identify, manageand keep voter’s attention• no internet marketing and communication skills @ the party, campaigns level• excess of data available (web, internet, analytics). No relevant data on votinghabits
    17. 17. Political campaigns in the 21st century
    18. 18. Political campaigns in the 21st centuryTHE FUTURE… IS NOT ONLINE
    19. 19. Political campaigns in the 21st centuryTHE FUTURE… IS NOT OFFLINE
    20. 20. Political campaigns in the 21st century Integrating ONLINE And OFFLINE efforts E-mail (voters management) Telemarketing Social Networking Door-to-door campaigning Applications Traditional media Advertising Community organization Party management Mass meetings, rallies Internet lobby Offline lobby
    21. 21. Political campaigns in the 21st centuryWhile traditional means of political marketing remained mostly the same, a new trendhas emerged in online media:Giants such as Google, Yahoo! or Microsoft have engaged in offering specialized tools and features to politicians, parties and voters alike. The shift: SERVICES PRODUCTS
    22. 22. 4. HOW BIG IS THEONLINE POLITICAL COMMUNICATION MARKET
    23. 23. (online) Political Marketing How big is the market?• Presidential Elections• Parliamentary Elections• Regional Elections• Local Elections
    24. 24. EU Cities By Number Of Inhabitants
    25. 25. Facts on EU alone1. EU’s total population is of about 503 million people2. And 44% of these people reside in cities of 50,000 inhabitants or more3. To be more specific, there are: • 20 cities w more than 1 million people • 33 cities w between 500,000 and 1 million people • 395 cities w between 100,000 and 500,000 people • And about 1350 cities w between 50,000 and 100,000 people
    26. 26. Local Election Campaigns in EUAssuming an average of 3 parties and/or independent candidates facing offin the local elections, and an average budget availability of services andmedia:1. About $ 50,000 for 50,000-100,000 cities2. Aprox $ 100,000 for 100,000-500,000 cities3. Some $ 200,000 for 500,000-1m cities4. And probably $ 500,000 for cities w 1m inhabitants or moreWe get a total spent of more than $ 370 million (and again, that’s just forthe local elections alone)
    27. 27. Europe Potential Market Size (media, services and technology)Local Election : 500 Mio USD (every 4 years cycle)Regional Election: 300 Mio USD (every 4 years cycle)Parliamentary Election: 40 Mio (every 4 years cycle)Presidential Election: 30 Mio (every 4 – 5 years cycle)TOTAL PER YEAR: approx. 220 Mio USD
    28. 28. And that’s Europe alone, but…
    29. 29. 5. MAJOR LESSONS LEARNT DURING THE PAST 20 ELECTIONS
    30. 30. Major lessons learnt during the past 20 elections1. SETTING ADEQUATE KPIsEach campaign and candidate have different KPIs that need to be set upaccordingly and to take into consideration the political platform and overallimage of the party or candidate.•Website&Blog: unique visitors, new vs returning, bounce rate, emails etc.•Facebook & Social Media: ads served, clicks, fans, reach, emails, app users etc.•Emails & sure voters data base: emails, open rate, unsubscribes etc.•Activism: active people, emails etc.•Online Media Press: AdServer impressions, clicks, widgets installed etc.•MLV & VRM: no. of active supporters, no. of sure voters, emails collected etc.
    31. 31. Major lessons learnt during the past 20 elections2. DEALING WITH NATIVE DIGITAL VOTERSThere are millions of voters out there – native digital voters, people thatspend a lot of time online and that have developed a certain digital sensethat helps them filter information better and faster.They have to be taken into consideration when developing online politicalcampaigns.
    32. 32. Major lessons learnt during the past 20 elections3. CATEGORIES OF VOTERS TO BE TAKEN INTO CONSIDERATIONThere are 5 categories of voters: sure voters, likely voters, undecided voters,likely voters for the opponent and sure voters for the opponent.A campaign should be started and ended focusing on likely and sure votersand actions should be taken to convince them to Go Out To Vote (GOTV).
    33. 33. Major lessons learnt during the past 20 elections4. CONTINUOUS CAMPAIGNINGAn efficient political campaign is by no means built 45 days prior to theelections.You need time to reach visible results.
    34. 34. Major lessons learnt during the past 20 elections5. MICROTARGETING AND OPTIMIZATIONAn efficient online political campaign has to be micro-targeted and topermanently be optimized (included here are: messages, media channel, webpresence, data collection, targeting, retargeting).
    35. 35. 6. WHAT HAS BEEN DONE SO FAR
    36. 36. What has been done so farGoogle Politics & Elections Focuses on the empowerment of voters. Voters now have, in one spot, news, information and knowledge required to become active participants in the country’s democratic process.
    37. 37. What has been done so farPolitics & Elections Ads Toolkit Four screens to victory: Efficiently engaging users through mobile, TV, computers and tablets
    38. 38. What has been done so farPolitical Campaign Toolkit Easily connect with voters by creating special, targeted ads.
    39. 39. What has been done so farGoogle + PoliticsAll followers getimportant andrelevantinformation onpolitical issues.
    40. 40. What has been done so farPolitical ContributionsCandidatescan nowcollectcontributionsfromsupporters
    41. 41. What has been done so farAdWords District TargetingPolitics now goes local;politicians can createads and target them ondistricts
    42. 42. What has been done so farConsumer Survey Election Center Google Insights for events for the 2012 election.
    43. 43. What has been done so farCivic Information API Google allows developers to build applications that display civic information such as polling place, candidate data, early vote location etc.
    44. 44. What has been done so farVoting Information Project Offers tools to provide voters with access to customized election information to help them navigate the voting process.
    45. 45. What has been done so farPolitical Insights Displays political issues by aggregating queries submitted to the U.S. version of the Yahoo! web search engine (May 2010 - January 2011)
    46. 46. What has been done so farPolitical Search TrendsClassifies searchqueries according topolitical leaning
    47. 47. What has been done so farMicrosoft GovernmentCampaign Ready - customizablecampaign web page, thepossibility to improve and keeptrack of fundraising online andoptions to connect with staffand constituents with e-mail,integrated social networks, andmore.
    48. 48. What has been done so farCampaign CloudA web-based operatingsystem that consolidates thefunctionality of multipleweb-based applications
    49. 49. What has been done so farRock The Vote Engage and build the political power of young people.
    50. 50. What has been done so farXbox LIVE Elections Live coverage of major political events.
    51. 51. What has been done so farSteps We Followed Until recently, Kondiment has offered services: 1. We’ve created Facebook Pages for parties, APPS PAGES ADS party leaders and independent candidates TABS 2. We’ve created and published content: •About •Page Ads EVENTS • About •Timeline •Post Ads • Timeline •Photo •Sponsored stories POLLS • Photos & Videos •Video BADGES 3. We’ve created Tabs, Apps & Badges 4. We’ve created and published Events & Polls 5. And of course, we’ve created Ads and ran Ad campaigns
    52. 52. What has been done so farObjectives  Identify categories Party members, voters, support ers and activists  Define/Develop Identify Target Register convincing messages for MAINTAIN RELATIONSHIP sub-targets (women, youngsters, intel lectual elites, retired, jobless etc) and use the internet to turn them into “active supporters”
    53. 53. What has been done so farAds Strategy Copy • Micro targeting (age, gender) • Analyze conversion rates by Targeting demographics • Target opponents’ supporters • Target by interests (if there is Segmenting relevant data in the panel) • Permanent optimization of the Ads, Analyzing image/copy testing • Find the most active demographic groups (voters, possible voters, anti Optimization voters, non voters)
    54. 54. What has been done so farAds
    55. 55. 7. A PARADIGM SWITCH(FROM SERVICES TO PRODUCTS): COLLABORATIVE MODEL
    56. 56. A Paradigm Switch: from services to productsFrom our experience:- A cross-channel approach is mandatory;- Working alongside party members is of the utmost importance;- We need to start channeling our efforts (in a collaborative way) in the ProductDevelopment- Online efforts go hand in hand with the offline efforts of the party and all theirpromoting activitiesWHY EXTEND?Internet has changed the way political campaigns work.Our experience offers us a head start: we know what parties need, when theyneed it and how they need it in order to easily manage data and integratedifferent campaign tools
    57. 57. 7. A Paradigm Switch: from services to productsAnalyzing what political parties we work with needed, we arrived to threeconclusions:1. All parties’ activities need to be properly managed2. A party needs a strong, coherent media presence and a constant dialogue withsupporters, potential members and voters3. A party needs specific tools to reach its voters, coordinate and activate them.4. Content/Massages to be sent by parties/politicians needs to be hyper-local
    58. 58. 7. A Paradigm Shift: from services to products We developed a cutting edge suite that integrates media management, voters management and party management into one simple, easy to use tool: KOMBO We share Kombo with partners, developers, re-sellers or trainers together with our experience and knowledge.
    59. 59. Kombo Collaborative Model
    60. 60. 8. INTRODUCING…
    61. 61. Kombo (Empowering Politics) is a suite of productsand services that can be used together or individually,helping party officials and politicians: to better organize their internal staffto more efficiently structure their campaign,to mobilize votersto keep them updatedto monitor voters behaviorto properly manage their media campaigns
    62. 62. 6. Introducing KomboThe modules that constitute Kombo offer answers toall specific political questions: • How am I going to win? • What do the voters care about? • What issues are they interested in, and where do they stand on those issues? • What is the perfect message for campaign? • How do I share my message?
    63. 63. 6. Introducing Kombo SuiteThe 6 Kombo Modules are: 1. Web Presence 2. Media Manager 3. Treasure 4. Voter Manager 5. Party Manager 6. Social
    64. 64. Web Presence
    65. 65. Key benefits of the “WEB PRESENCE” module• Allows politicians to engage party supporters and voters by building a community and letting them share opinions and suggestions.• Offers the ability to use social media channels to reach voters trough the right channels• Allows party members and politicians to build a coherent and accurate online reputation, to attract new political supporters and keep in touch with existing supporters• Offers the possibility to efficiently use the online medium as the fastest way to spread news about the party’s activity and to react to other events
    66. 66. Media Manager
    67. 67. Key benefits of the “MEDIA MANAGER” module• Politicians and party representatives can now use available reports to select the communication channels that have the maximum impact for their voters• Raises the voters engagement in different activities• Offers a better use of campaign budget• Reduces overall media budget in an efficient way• Offers advanced tracking systems to identify your voters and display ads relevant to them
    68. 68. Key benefits of the “TREASURE” module• All the general data of a country is gathered in one place for politicians and party representatives to use in an efficient manner• The data of the platform is gathered in a format that can serve all other campaign tools• Offers the possibility to segment voters by different criteria• Represents an efficient way to keep your campaign costs to an absolute minimum• Offers all the information needed at once- no need for more databases• It is a cost-effective solution that can easily be integrated with other systems
    69. 69. Key benefits of the “VOTER MANAGER” module• Offers a decrease in overall campaign costs• Allows party members to gain knowledge on voter’s interests.• Parties can now get accurate feedback on the solutions they offer• Parties can centrally manage direct communication with voters• Politicians can protect sensitive data by consolidating multiple security systems into a single reliable structure.• The module allows party representatives to save time and financial resources• Access to visual display of statistical information about voters’ structure on a map• Overlay statistical data and learn relevant facts for the campaign
    70. 70. Key benefits of the “PARTY MANAGER” module• Party representatives gain control over all aspects of party operations & track every individual operation• Improves collaboration and information sharing• Provides active party members with the tools they need• Offers a clear division of responsibility, an easier, cost-effective way to manage and to track memberships• The system accepts credit cards for payment of membership fees as well as general donations• Provides politicians and party members with a better control of the entire processes: the information they want collected and those who have access to it
    71. 71. Kombo SocialGlobal and per country SOCIAL INDEX of • Politicians & Parties • Government & Parliament • Political NGOs & PetitionsFocuses on Facebook (later also onTwitter)PRO version (for political campaigners)Represents the perfect TOOL to drive ADSales (Politicians love to COMPETE: “TheLikes Syndrome”).
    72. 72. 6. Meet Kombo
    73. 73. Down The RoadKombo – platformWhat’s NEXT? – development and training a network of“specialized interactive agencies”, applications developers,political consultants across Europe and Africa (phase1), Asia andSouth America (phase2)
    74. 74. Contant: Facebook.com/Despoiulucian.despoiu@kondiment.com

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